The Vikings and HBO Team Up on Entourage Offer

Are you looking for new ways to leverage media and entertainment partners? Are you looking for new promotional ideas to offer your fan base?

The Minnesota Vikings have teamed up with HBO Home Entertainment to offer fans a chance to win an unforgettable experience. The collaborating parties are offering a "Win Your Own Entourage Weekend" that will enable one (1) lucky Vikings fan to take his entourage to see the team battle against the Phoenix Cardinals in Glendale, AZ on December sixth.

The impressive Entourage prize package includes:

• Four (4) first-class round trip flights to Arizona
• Four (4) tickets to the game
• Hotel accomodations at the team hotel
• Ground transportation
• Spending money

The Vikings feature two (2) web buttons at the bottom of the Entourage promotional page that guide fans to pages where they can purchase Entourage on DVD and other HBO Home Entertainment movies.

It is very interesting to see sports organizations begin to flirt with media and entertainment properties. The Los Angeles Dodgers have experimented with great success while other properties are still trying to develop key relationships. Look for more offers like the Vikings' Entourage Weekend to come in the near future!

T.G.I. Friday's Scores with a Punt Promotion...

Are you looking to create an off-the-wall sports promotion? Are you looking to reward fans/consumers based on in-game occurences?

Less than two (2) weeks prior to the Dallas Cowboys regular season opener at the new Dallas Cowboys Stadium, T.G.I Friday's issued an official challenge to fans. The casual dining chain offered a dish of free crispy green bean fries to all consumers watching the game at one of the 600 participating TGI Fridays restaurants nationwide if a punt hit the stadium's infamous $25MM center-hung scoreboard during the game, resulting in a replayed down.

The promotion drew on-air mentions during ESPN's pre-game coverage and served as a great way for the chain to drive product awareness for its crispy green bean fries. The media coverage and buzz generated from the Punt Challenge was so great that T.G.I. Friday's opted to extend the promotion for the Dallas Cowboys-Carolina Panthers Monday Night Football game on September 28th.

The chain's promotional idea was created after Tennessee Titans punter A.J. Trapasso hit the new state-of-the-art scoreboard during a preseason game, forcing the NFL to institute a new rule that any punt that hits the scoreboard will result in the down being replayed.

Powerade Offers HS Players the Chance to be Coached by Steve Smith...

Are you looking for new ways to leverage athlete endorsers? Are you looking to create a captivating promotional campaign targeted at young adults?

Powerade has teamed up with Carolina Panthers WR Steve Smith to create an offer for high school football players to win the chance to have Smith coach their football team for a day. The promotional site - http://powerade-coachfortheday - was built in support of Powerade's Mountain Berry Blast flavor (with ION4) and features the unique promotion, training tips, and supporting videos.

Participants can enter to win by simply logging onto the site and submitting an entry form that includes an essay of 89 words or less describing how one's high school football team would benefit from having Steve Smith be coach for a day (symbolic of Smith, who wears #89 for the Panthers).  

Powerade's campaign (and its promotional site) is extremely simple, yet can serve as a very effective platform if marketed properly to the target demographic. It will be interesting to see if Powerade models this campaign with all of its endorsers - the program could have a lot of legs.

Sports organizations looking for new ways to make an impact in the local community should consider modeling Powerade's "Coach for the Day" platform. The promotion could serve as a terrific way to engage young fans and offer and additional interactive element on the team home page. It would be terrific to see a team showcase a player volunteering to coach a local HS team on the videoboard during halftime.

Belle Tire Hits a Homerun with Tigers Promotion...

Are you looking for new ways to reward fans based on team performance? Are you looking for ways to make your tunnel signage interactive?

During the 2009 MLB season, Belle Tire and the Detroit Tigers teamed up to create a "Belle Tire Blast Contest" that ties an interactive promotion*to the corporate partner's tunnel signage at Comerica Park. Each time a Detroit Tiger hits a home run into the Belle Tire Blast Zone (the tunnel signage located in right field), one (1) lucky fan's name whose name is drawn that night can win an exclusive prize package.

For a chance to win, fans can either enter the drawing at online or at any Belle Tire location.The exclusiveprize package, valued at $750, includes:

• A family four (4) pack of tickets to a future Detroit Tigers Game
• A set of four (4) Goodyear Tires
• A gift certificate for an Amsoil Oil Change at Belle Tire
• Detroit Tigers merchandise
• An HD Car Connect Radio

* Click here for the official rules and information.

The Panthers and Harris Teeter Team Up at Retail...

Are you looking for creative ways to leverage partnerships at retail? Are you looking for new ways to sway consumer buying behaviors?

The Carolina Panthers have teamed up with Harris Teeter in 2009 to create a "Total Tailgate Sweepstakes" that will reward one (1) customer with an ultimate tailgate party for 20 people at the Panthers-Redskins game on October 11, 2009 at Bank of America Stadium. For the chance to win, consumers just have to use their VIC card (points rewards card) at any participating Harris Teeter location to accumulate points (the more total points, the greater chance of winning).

Each time a consumer makes a purchase while using their VIC card (from July 22nd and September 15th), they receive one (1) point. However, consumers who purchase one (1) of fifty (50) participating brands featured in the store will receive anadditional five (5) points at the end of the sweepstakes period.

The most interesting aspect of the promotion is the way the Panthers and Harris Teeter have teamed up to promote it in store. The grocery retailer is featuring prominent promotionallabels with the team's marks and the promotional offer on select product price tags throughout the store:

The VIP tailgate package includes twenty (20) upper deck tickets to the game, 20 hospitality passes to a private tent location outside the stadium (inclusive of food, beverages, etc.), roundtrip transportation for 20 guests from select Charlotte Harris Teeter locations, and 20 gift bags (a package worth $5,500).

Comcast Creates a Compelling Offer for Fantasy Football Players...

Are you looking for ways to engagewithconsumers in the fantasy space? Are you looking for new ways to create direct benefits for fantasy football players and enhance their experience?

Comcast recently launched Coach Cowher's Fantasy Reality Check, a compelling fantasy campaign that offers consumers who play fantasy football $200 cash back for their league fees when they sign up for Comcast HD Triple Play. Comcast brought Bill Cowher out of retirement for the campaign to help consumers choose a fantasy football deal that will really help their team... and their pockets.

To take advantage of the offer, consumers just have to call 1-877-950-7950 and sign up to receive Comcast's digital cable (with free HD plus HBO), faster internet, and unlimited nationwide calling.

Comcast has done a terrific job driving the campaign in the viral space through a variety of 2.0 mediums:

• Website: http://www.comcast.com/realitycheck/
• Twitter Page: https://twitter.com/FFLrealitycheck
• YouTube Page: http://www.youtube.com/user/FFLRealityCheck

One unique feature on the Fantasy Reality Check website is a "Send a Friend Smackdowns" feature that lets users share a Bill Cowher in-your-face pep talk directly with their friends. Users can choose from one (1) of five (5) features that they can send via email and AIM or post on Facebook, MySpace, or LinkedIn.

Check out the Bill Cowher viral pieces that Comcast created for the campaign to entice consumers to take advantage of the terrific $200 cash back offer:

$0.99 Gas Promotion a Hit with NASCAR Fans...

Are you looking for new ways to leverage official auto, c-store, and oil partners? Are you looking for new ways to create a promotion that directly impacts residents in the local community?

Over the past (4) years, CARFAX has supported its title sponsorship of the CARFAX 400 at Michigan International Speedway (Aug. 15-16) by offering discounted gas to Michigan residents. A few weeks prior to the race, CARFAX chooses a c-store location to host an event where local motorists can purchase gas at a discounted price. The promotion has proven to be a huge success for CARFAX, an online site designed to help consumers research used autos before purchasing them.

On July 30, 2009, CARFAX held the promotion at a Mobile station located the intersection of Eight Mile and the Middle Belt in Lavonia, MI. From 7-9am, CARFAX offered consumers the chance to purchase up to 20 gallons of gas (normally priced at $2.45) for just $0.99.

The result? Drivers started lining up at the pumps at 1:40am - a trend that eventually led to a line that stretched two (2) miles long, causing CARFAX officials to decide to start the promotion 60 minutes early. In just 3 hours, CARFAX representatives and MIS officials pumped 6,800 gallons of gas (a pace of 37 gallons per minute).

For a $10,000 donation (6,800 gallons at $1.50 incurred fees per), CARFAX was able to truly impact the lives of local MI residents and derive a significant amount of media publicity on television and online.

Check out a news clip of the promotion below:

Source: WhoWon.com

The Reno Aces Take the 7th Inning Stretch to a New Level...

Are you looking for ways to enhance your ballpark experience? Are you looking for new ways to offer entertainment value around the 7th inning stretch?

The Class AAA Reno Aces of the Pacific Coast League opened their new $50MM Aces Ballpark in 2009 with an innovative, eye opening attraction -a monstrous, interactive singing baseball that climbs the center field wall. The giant Aces baseball leads the crowd in singing the 7th Inning Stretch - an act that many in attendance fans would find humorous, while some may truly be frightened.

The team's new signature outfield mascot demonstrates how organizations (especially those in the minor league ranks) are looking to feature more eye-catching elements that enhance the ballpark fan experience. The monstrous, interactive baseball serves as an additional reason for fans to come out to the ballpark and enjoy a truly unique experience. Check out the Aces Baseball below:

Are You Cut Out for the Amazing Seat Race?

Are you looking for new ways to draw buzz and excitement during the offseason? Are you looking to create new promotional ideas at the ballpark?

The Winnipeg Goldeyes of the independent Northern League and Hot 103, a local radio station, recently teamed up to create The Amazing Seat Race, a promotion that pitted three (3) select contestants against one another for the chance to win season tickets. The promotion challenged the contestants to sit in as many seats as possible during a 63 minute timeframe.

The winner? Pam Chubinski, a stay-at-home mom who managed to sit in 2,000+ seats using a sliding strategy to outperform the others. Craig Kuhlman, an inside sales rep, placed 2nd with 1,656 seats (a tough 2nd place finish to say the least). For the chance to take part in the promotion, Goldeyes fans were asked to fill out a three page entry form/questionnaire.

The promotion serves as a great way for sports properties to create an inexpensive promotion that leverages their existing assets (empty seats), yet is very engaging for consumers. Teams can benchmark this example by:

• Hosting a pre-game promotion prior to their 500th sellout by challenging their fans to see who can sit in 500 seats in the fastest amount of time
• Integrate a sponsor like 7-11 by creating a promotion pre-game/post-game where fans are timed sitting in their seats for 711 minutes for the chance to win a $500 shopping spree at a local 7-11 (all participants receive a takeaway) or see which fans can sit in 711 seats the fastest
• Create similar promotions that leverage fitness sponsors (by hosting a special challenge for local gym attendees for the chance to win free season tickets)

Check out a clip of the promotional execution below:

Northwestern Offers Ticket Promotions for Local Youth...

Are you looking for ways to engage children attending school in the local community? Are you looking to create a promotional offer that is centered around academic success?

Northwestern Athletics recently announced that it will be offering two unique promotions that reward childen in the 8th grade and under in the local marketplace:

Wildcats 3.0 Program

Northwestern created a Wildcats' 3.0 program that rewards children in the 8th grade and under who earnall A's and B's on their report card. The promotion, inspired by the University's 183 student-athletes who earned Academic All-Big Ten Honors in 2008, will serve as a great way to get more families in the stands for Wildcat football games during the Fall. As part of the promotion, youth who excel in the classroom can receive two (2) free tickets to a non-conference Northwestern football game when presenting a copy of their report card at the Wildcat ticket office one week prior to a game.

The Purrfect Attendance Program

Kindergarten, elementary, and middle school students who present a copy of their perfect attendance certificate (a reward for going to every day of school) can receive a Family Plan season ticket package, equivalent to two (2) adult season tickets and three (3) children's tickets for the 2009 Northwestern football season. This promotion will certainly drive some parents to get involved and encourage their children in the classroom!

A special thanks to Taylor Wood of the Ohio University MBA/MSA Program and Athletics Development Frontier for his insights and contributions to this column...